N公司分销渠道冲突及解决对策研究

发布时间：2018-05-26 13:03

本文选题：N公司 + 分销渠道　；参考：《苏州大学》2013年硕士论文

【摘要】：电梯行业在中国已步入快速发展期。随着产业规模的快速扩大，越来越多的企业加入到这一行业。由于电梯行业竞争十分激烈，所以高效率的分销渠道成为电梯制造商有效占领市场，，提升企业竞争能力的重要手段。而提到分销渠道，贯穿于其中的就是分销渠道冲突问题。虽然有的渠道冲突是功能性的，但绝大多数渠道冲突是恶性的或破坏性的。高水平的分销渠道冲突能导致渠道分销效率大幅度降低。N公司的分销渠道中也存在严重的渠道冲突，如何对分销渠道冲突进行有效的管理成为N公司急需解决的问题。本文首先综述了中外渠道冲突理论研究的现状。从分销渠道的概念和类型入手，对渠道冲突理论进行了详细的阐述。对分销渠道冲突的类型、发展阶段、成因和渠道冲突管理策略进行了详细的分析。接着介绍了中国电梯行业的发展现状和N公司的分销渠道结构。根据N公司目前的分销渠道冲突现状、中国电梯行业的现状、分销渠道冲突管理的理论和作者在电梯行业的渠道管理经验，为N公司的分销渠道冲突分析了原因，并提出了详细的解决对策。
[Abstract]:Elevator industry in China has entered a period of rapid development. With the rapid expansion of industrial scale, more and more enterprises join this industry. Because the elevator industry competition is very fierce, the high efficiency distribution channel becomes the elevator manufacturer to occupy the market effectively, enhances the enterprise competition ability important means. The issue of distribution channel conflict runs through the mentioned distribution channel. Although some channel conflicts are functional, most channel conflicts are malignant or destructive. The high level of distribution channel conflict can cause the channel distribution efficiency to be greatly reduced. There are also serious channel conflicts in the distribution channel of .N company. How to effectively manage the distribution channel conflict has become an urgent problem for N company to solve. Firstly, this paper summarizes the current situation of channel conflict theory research at home and abroad. Starting with the concept and type of distribution channel, the theory of channel conflict is expounded in detail. The types, stages, causes and management strategies of distribution channel conflicts are analyzed in detail. Then it introduces the status quo of elevator industry in China and the distribution channel structure of N Company. According to the current situation of N company's distribution channel conflict, the present situation of Chinese elevator industry, the theory of distribution channel conflict management and the author's experience in elevator industry, the reasons for N company's distribution channel conflict are analyzed. And put forward the detailed solution countermeasure.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.4;F724.1

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